SpainMore than half of ’ football fans plan to watch the 2026 World Cup games in the bar. This is the figure from a study of LaLiga’'s football watching habits, and it shows that the Spaniards are the most likely Europeans to follow the tournaments away from their homes.
But on the field, the truth is more subtle. Santi Vidal, owner of the bar El Cuadro in Madrid's ’in Carabanchel district, does not expect a stampede at the opening matches: “People prefer to watch them at home. As La Roja progresses through the tournament, we expect only a large crowd.”RTVE’ye told me. They didn't make any special preparations for their first game against Cape Verde.
The pandemic is a turning point, Vidal points out: Before the coronavirus, football night was crazy. After COVID-19’, many people prefer to relax and reunite with friends at home.”
According to Numerator’'s Worldpanel consultancy, it's a change in habits that the data itself confirms. Two out of three fans will follow the World Cup ’ from the living roomFood and Drinks to Take Home %He'll spend six more. The Glovo report goes even further: the Spanish People %It reveals that 80’in prefers to stay at home, and pizza and burgers are ordered most often during matches.
the Industrial Association, Hostelería de España, He predicts that bars may increase their purchases.On match days when there are appropriate start times %With the 25 tween the 30s. SpainIf ’ reaches the finals, the total benefit to the sector could exceed 130 million Euro’. Average spend per customer during the tournament %It is expected to increase around 11, while spending is estimated to be between 13 and 18 euros per person per match.
The association also notes a side effect: Reservations in restaurants drop when matches are broadcast for free. In these cases, orders placed through food distribution platforms are increasing. The Glovo report supports this: Participants in the survey %the 82 ’siPrioritize orders for pizzas and burgers before the starter hit.
Bars adapt and change their menus
Many organizations are changing their offerings in order to attract customers. Julocho García, who bought the beach bar El Amarillo’ in Cabañas, La Coruña’ last year, is temporarily changing its menu, which consists of the usual fresh produce for sandwiches, nachos, burgers and empanadas: “ We know that people want to have a snack and eat fast food while watching games.”Jacob Medina has served as a reserve staff at ’'s Villarrubia de los Ojos’taki (Ciudad Real) El Portón bar for weeks: “If Spain enters the qualifying stage, Bar is normal %Fifty more full, even. more intense.”TVE’ye told me.
Brands and distributors have also taken action. Medina says her usual supplier gives her more than just drinks: “We have decorations, cherry birds, face paints. . . They gave us scratch cards with prize draws and merchandise.” Bar also decided to make an official Spanish scarf draw among its customers.
Medina, Spain, adds an element that rarely stands out in the analysis of the World Cup in ’'s hospitality sector: Moroccan national team. “Villarrubia’ has a large immigrant population from that country.They live the World Cup’ very intensely and they know that Fas’ has a real chance, so I expect the bar to be full if the Mohamed Ouahbi’nin team goes forward.”
The time difference with the United States, Canada, and Mexico is another factor that bar and restaurant owners take into account. Matches between Cape Verde and Saudi Arabia will start at 19:00’ (Houston, Texas, local time); June 27 Spain-Uruguay match starts at 18.00’de (Guadalajara, Mexico, local time). For Vidal, the early evening hours work according to bars in cities such as Madrid:On the contrary, “ García sees this as an advantage for the beach bar on the Galician coast: “People go to sea in the afternoon and then come to watch the game. It's the perfect time for dinner when the match is over.” So much so that he plans to open the games early in the morning.if there is demand.
The supply chain is also feeling the effects.Guillermo López Menchero, sales representative of Villarta de San Juan’ (Ciudad Real) distributor Menchero Gil SA’, says the bars have been pushing their orders for weeks: “They tend to order early, especially to avoid beer, soft drinks and water shortages.”Moreover, the change in the beer brand they worked with this year also increased the interest of the businesses in the province.
